Mountain View:Google is reportedly preparing to enter the screen-less wearable segment with a new fitness band, likely to be called Fitbit Air . The move signals the company's intent to compete directly with advanced wellness trackers such as Whoop .
The wearable market is witnessing a shift from traditional smartwatches to minimalist, screen-less devices focused on continuous health monitoring. These gadgets prioritise comfort and long battery life, making them suitable for round-the-clock usage, including sleep tracking.
Companies are increasingly exploring this space, with devices offering insights into fitness, recovery and overall wellness without the distraction of a display.
According to reports, the Fitbit Air has already been seen on the wrist of Stephen Curry, suggesting that testing or early usage may be underway. The band is expected to be designed for all-day wear, aligning with the growing demand for unobtrusive fitness trackers.
While official specifications remain undisclosed, an announcement is anticipated in the coming weeks.
Google acquired Fitbit in 2021 and has since been gradually integrating its ecosystem. The upcoming device is expected to retain the Fitbit branding for hardware, while software and services may be unified under Google's identity.
Reports suggest that Fitbit Premium could be rebranded as 'Google Health', with AI-driven coaching tools renamed 'Google Health Coach'. This indicates a broader push to consolidate health and wellness services within Google's ecosystem.
The new device is likely to compete with Whoop's latest offerings, including the WHOOP 5.0 and WHOOP MG.
Whoop has positioned itself as a leader in screen-less fitness tracking, focusing on performance analytics and long-term health insights. Its devices offer over two weeks of battery life and introduce advanced metrics such as 'Whoop Age' and 'Healthspan'.
The WHOOP MG variant goes a step further by offering medical-grade features like ECG readings and blood pressure trend monitoring, blurring the line between consumer wearables and clinical devices.
Although details are limited, the Fitbit Air is expected to emphasise:
If priced competitively, the device could appeal to users seeking a distraction-free fitness tracking experience.
Google's reported entry into the screen-less wearable segment highlights a growing trend towards simpler, more focused health devices. With strong competition from Whoop and evolving consumer preferences, the success of Fitbit Air will depend on its features, pricing and integration within Google's broader health ecosystem.